THREE ADDITIONAL COMPETITORS TO RUBY'S INN

1. The Lodge at Bryce Canyon 

• The Lodge is located in Bryce Canyon City, Washington County, Utah.
• It has a total of 114 rooms.
• The annual occupancy rate in Washington County is found to be 70.12%.
• Its annual visitor count is calculated to be 29,177.

2. Majestic View Lodge 

• The Lodge is located in Bryce Canyon City, Washington County, Utah.
• It has a total of 69 rooms.
• The annual occupancy rate in Washington County is found to be 70.12%.
• Its annual visitor count is calculated to be 17,659.

3. Goulding's Mountain Valley 

• The Lodge is located in Oljato-Monument Valley, San Juan County, Utah.
• It has a total of 62 rooms.
• The annual occupancy rate in Garfield-San Juan-Wayne Counties is found to be 70.76%.
• Its annual visitor count is calculated to be 16,013.

RESEARCH STRATEGY

Calculations

•  The Lodge at Bryce Canyon — 114 (Number of Rooms) x 365 (Number of days in a year) x 70.12% (County's average occupancy rate %) = 29,177 annual visitors
•  Majestic View Lodge — 69 (Number of Rooms) x 365 (Number of days in a year) x 70.12% (County's average occupancy rate %) = 17,659 annual visitors
•  Goulding's Lodge — 62 (Number of Rooms) x 365 (Number of days in a year) x 70.76% (County's average occupancy rate %) = 16,013 annual visitors

THE LODGE AT BRYCE CANYON

• “The location is great. I got an early start on Angels landing and the Narrows. Lots of wildlife. The cabins were spacious and had a little kitchen area away from the toilet and shower. Only minus was the AC during day, it barely the room cool. At night that wasn't an issue. We would stay there again.”
• “We stayed in a Western Cabin, family of 4 (kids age 11 &13). We were comfortable in the charming well-kept cabin. There was a full bath +separate large open closet w/o a sink it.... Also, a nice table for eating & microwave & mini fridge & coffee maker. My only complaint is that there were no bars of soap provided, just liquid hand soap at the sink & shower gel in the bathtub/shower.... These were very nice for national park accommodations, with charm & needed modern amenities & 100 yards from Bryce Canyon view points! Can't beat it! Definitely recommend”
• “Before providing a review of the room, I want to thank the staff for finding a phone charger and cable I left behind and sending it to me at the Lodge's expense. This was really above and beyond....we were within walking distance of the trails was icing on the cake... All the staff were very friendly and helpful.”
• “The lodge western cabins were very nice and well located... The cabin was 10 mins walk to sunrise point and 5 mins from sunset point with other trails right in front of you. Enjoyed the stay in cabin. The restaurant food was okay but the portion sizes crazy large”
• “The balcony gave the opportunity to sit in the open air and while the canyon was out of sight, the woods leading up to it were pretty, and peaceful.”

• Personal — The average age of people visiting The Lodge at Bryce Canyon is 44 years, with an average annual income of $82,400. 42% of the visitors are male, and 71% are married.
• Ethnicity — 90% of the visitors at The Lodge at Bryce Canyon are Caucasian, 1% are African American, and 6% are Hispanic.
• Household Composition — 11% of the visitors stay alone, 37% of the households comprise two people, and 53% consists of three or more people.

• Some differentiators at The Lodge at Bryce Canyon include that it is a non-smoking hotel with 114 non-smoking rooms, free parking and free internet, public WiFi, and private balconies.
• The resort also has a restaurant where breakfast can be ordered, as well as refrigerators to ensure chilled drinks.

MAJESTIC VIEW LODGE

• “...the pros: Nice views (they weren't kidding with the name), Reasonably pleasant staff, Convenient shuttle stop across the street, and ample, easy parking. The cons: Very loud (soundproofing is non-existent, especially between floors), No black-out curtains (and venetian blinds didn't close properly, allowing in way too much light), Horrible decor (ugly color scheme, dated bathrooms, and big clunky furniture made out of tree branches... enough said), Far from center of town (it's located at the very last shuttle stop), Slow WiFi, Very uncomfortable beds with scratchy sheets and hard pillows, No elevators (guests staying on upper floors should be prepared to haul bags up a few flights of stairs)...”
• “Majestic View is a beautiful lodge... The nice size room was clean with a balcony overlooking the mountains. TWO luggage stands in the room! Lobby staff helpful, pleasant, and cheery. 24-hr complimentary coffee/tea available in lobby... On-site "museum" of taxidermy very interesting... View from restaurant amazing! Laundry facilities available. Well maintained grounds. Recommend!”
• “Nice hotel, lovely spacious and clean bedroom and bathroom, was able to have a warm bath on a cool day. Our dinner was basic, but ok, salad, steak and dessert. I didn't hear much noise from the road outside our room, but I do wear earplugs, comfy bed.”
• “Our room was spacious, clean and comfortable. Friendly staff. Great views from our terrace. The stop for the free shuttle into the Park is located right outside. We took a late afternoon dip in the jacuzzi with the majestic mountain view as the backdrop. Very happy with our stay.”
• "This was a recent, spur of the moment trip and I was grateful to find this Lodge...lovely property, friendly staff, fun to walk through the museum and gift shop."

• Personal — The average age of people visiting Majestic View Lodge is 44 years, with an average annual income of $82,400. 42% of the visitors are male, and 71% are married.
• Ethnicity — 90% of the visitors at Majestic View Lodge are Caucasian, 1% are African American, and 6% are Hispanic.
• Household Composition — 11% of the visitors stay alone, 37% of the households comprise two people, and 53% consists of three or more people.

• Some differentiators at Majestic View Lodge includes its free parking, free high-speed internet (WiFi), hot bath, restaurant, non-smoking hotel, Shops, 24-hour front desk, parking, outdoor pool, heated pool, breakfast available, self-serve, laundry, and family rooms.
• It also features private balconies, refrigerators, flat-screen TV, complimentary coffee in room, pub & eatery on the property (beer and wine only), credit cards allowed, freetown shuttle access, complimentary parking, and air conditioning.

GOULDING'S MONUMENT VALLEY (LODGE)

• “Goulding's Lodge at Monument Valley is a great lodge to stay whilst visiting Monument Valley. The lodge has a few interesting things to look at, including a museum which costs $2-00 per person to enter, a great little gift shop, the John Wayne cabin which was used in the movie "She Wore a Yellow Ribbon" and a good restaurant as well.”
• "We stayed in one of the Mountainside cabins. It was immaculate and well appointed with fridge-freezer, 2 TVs, 2 double beds, lounge area, nice bathroom, microwave... The Goulding’s Lodge has many amenities including a small indoor swimming pool, a museum and gift shop, tours, a fuel Station, launderette and small movie theatre showing movies featuring The Duke. There is a well-stocked and fair priced grocery and the fuel station offers take-away chicken and pizza... Would definitely stay again.”
• "We stayed in July for 1 night in one of the mini-homes (cabin) and loved it! The size was really large and there is a nice full kitchen! The staff was friendly & accommodating. The museum is very interesting! We really enjoyed our stay!”
• “6 of us stayed for 1 night in a very comfortable cabin. The cabin was clean and well presented throughout with a large fridge freezer and small kitchen area. There is also a very well-equipped grocery/convenience store a few minutes walk away...”
• "What a great place to stay. There were lots of amenities at the Goulding’s property. The RV Park is tucked into the canyon, so no great views of Monument Valley, but it was perfect for our needs. They had an indoor pool, laundry and free showers. Also, they had free WiFi. The campground store is fully stocked, so you’ll be able to find most things there. The bathrooms and showers were clean and well maintained. There were plenty of showers, so we didn’t have a wait at all... I’d definitely stay there again.”

• Personal — The average age of people visiting The Lodge at Bryce Canyon is 44 years, with an average annual income of $82,400. 42% of the visitors are male, and 71% are married.
• Ethnicity — 90% of the visitors at The Lodge at Bryce Canyon are Caucasian, 1% are African American, and 6% are Hispanic.
• Household Composition — 11% of the visitors stay alone, 37% of the households comprise two people, and 53% consists of three or more people.

• Goulding's Monument Valley is a non-smoking hotel which features free parking, free internet, heated pool, restaurant, pets allowed, WiFi, self-serve laundry, housekeeping, flat-screen TV, and air conditioning.
• Other features at the resort include private balconies, laundry service, non-smoking rooms, suites (Queens room, one-bedroom villa with kitchenette, two-bedroom apartments).

RESEARCH STRATEGY

THE LODGE AT BRYCE CANYON

• The Lodge at Bryce Canyon's digital marketing tactics include collaboration with artists and media organizations, building relationship with travel bloggers and photographers, and using Facebook as well as Twitter for promotions.
• Their tagline is "Hoodoos Await."
• The Lodge promotes their accommodations near the national park through featured posts from partners such as GORP.com, National Geographic and TravelAgeWest.
• It also encourages visitors to take and post photographs of the national park, which it features in its social media channels.

• The lodge has a dedicated website page promoting Bryce Canyon National Park with its historical background, geological characteristics, and a link to the National Park Service website.
• Marketing channels include Facebook, Twitter, Instagram 
• On Facebook, the lodge features collaborations with artists including ThePianoGuys, who made a music video in the National Park.
• The lodge also prioritizes organic content from travel bloggers and photographers.
• On Instagram, the lodge features photos of visitors, food, building interior, and views of the National Park. (There were no campaigns or advertisements posted.)
• On Twitter, the lodge posts updates of its opening dates and expansions.
• It also retweets posts from travel bloggers and photographers: "We LOVE travel bloggers, especially when they take such amazing photos. Send us your pictures of BryceCanyon!"
• Similar to its Facebook page, the lodge featured collaboration with artists such as ThePianoGuys and local events such as the Escalante Canyons Marathon and Escalante Canyons Art Festival.

• The Lodge at Bryce Canyon distinguishes itself as the only lodging inside Bryce Canyon National Park.
• It also highlights its facilities and amenities (114 hotel rooms, pizzeria, fine dining, general store, coffee shop, etc.) against the historic attraction and value of the Bryce Canyon National Park: "The Lodge at Bryce Canyon offers 114 hotel rooms and historic cabins just steps away from the breathtaking views of the astonishing rock formations in this unique National Park. "

MAJESTIC VIEW LODGE

• Majestic View Lodge's digital marketing tactics include high-quality photos of the national park, a video tour of nearby attractions, promotion of related national park initiatives as well as local events, engagement of audience through visual content, questions, inspirational quotes, and fun facts about the area's wildlife

• Their tagline is "Lodge • Steakhouse • Gift Shop"
• The Majestic View Lodge has a dedicated website page for attractions including Springdale (Utah), Zion National Park, Bryce Canyon and the Grand Canyon.
• It also suggests activities for visitors such as photography, hiking, horseback riding, bicycling, Zion Outback Safaris, ATV rides, rock climbing, river tubing, Tuacahn and O.C. Tanner amphitheater and Zion party rentals.

• Its marketing channels include Facebook, Twitter, Instagram 
• On Facebook, THE Majestic View Lodge promotes its facilities and amenities with photos.
• Some most recent posts include photos of the lodge gift shop, wildlife museum and Zion Outback Safari and Jeep Tours
• It also used a 360° view of the area as its cover photo.
• The lodge also posted a video tour of Springdale, Utah to attract visitors and viewers.
• The Majestic View Lodge promoted related national park initiatives such as the "Every Kid in a Park" initiative, as well as local events including the Zion National Park Plein Air Art competition.
• On Instagram, Majestic View Lodge posted photos of visitors, wildlife, views of the National Park, and its amenities such as the wildlife museum, gift shop and restaurant. (There were no campaigns or advertisements posted.)
• On Twitter, Majestic View Lodge posted photos of the National Park and surrounding areas.
• It also posted inspirational quotes and engaged the audience with games such as "Fill in the blank. If I had to pick ONE word to describe the beauty of Zion National Park it would be ______."
• Majestic View Lodge also posted fun facts about wildlife in the area as well as holiday greetings on Twitter.
• The messaging of the Majestic View Lodge includes presenting itself as the accommodation of choice when visiting Zion National Park: "Situated on a knoll at the entrance to Zion Canyon, less than three miles from the south entrance to the park, with outstanding amenities, the Majestic View Lodge is truly the place to stay when visiting Zion National Park."

GOULDING'S MONUMENT VALLEY

• Their tagline is "Monument Valley's Premier Destination Resort"
• The lodges promotions include a dedicated website page for Monument Valley featuring its attractions and activities.
• Featured attractions include Goulding's Museum and Earth Spirit Theater which shows clips of John Wayne and John Ford among others. Featured activities include hiking trails and learning about Navajo culture.

• Its marketing channels include its website, Facebook, Twitter, Instagram, and YouTube.

• Goulding's website shows an in-site promotion poster for its Summer Savings deal as well as a downloadable brochure for its resort and tours.
• On Facebook, Goulding's Lodge collaborates with influencers such as photographer MacNeal Crank as well as the Hollywood and Matador Network.
• It also heavily collaborates with travel photographers to feature photos and reviews of Monument Valley.
• Goulding's Lodge also ran campaigns such as "Love in the Air", as well as posted a photo of its community initiative 2019 GMV Scholarship.
• It also posted a poster promotion of the 2 Day Sale at Goulding's Grocery.
• On Twitter, Goulding's Lodge also posted the poster for the 2019 Scholarship community initiative as well as holiday greetings such as Mother's Day and Independence Day.
• It used posters to promote Goulding's Monumental Tours as well as its package deal 'Summer Savings'.
• On Instagram, it used the same visual creatives as on its Twitter page, plus photos of its facilities and views of Monument Valley.
• On YouTube, Goulding's Lodge uploaded video tours of its facilities and amenities. Some examples include Introduction to Goulding's Lodge in Monument Valley and Goulding's Lodge Gift Shop.
• Goulding's Lodge describes itself as a historic, family-owned property synonymous with Monument Valley itself. However, it also positions itself as a luxurious and convenient accommodation option for visitors to Monument Valley.

RESEARCH STRATEGY